Smirnoff + CMT Awards
The Brief: Smirnoff aimed to create buzz for their limited-edition beverage and align with their "Summer of Dreams" campaign during the CMT Music Awards. They sought a relaxed, down-home vibe with bold content that amplified their messaging in a short window of availability.
The Solution
Proposed a summery, social-first content strategy featuring 2-3 country music talent with the option to extend beyond the on-the-ground tentpole play and on to socials as a way to quickly spread the word about their very limited edition beverage.
Created a hero video paired with shoppable short-form content, CTAs, photos, and GIFs to amplify product awareness.
Strategically selected talent like Tenille Townes, aligning her new single launch with Smirnoff’s messaging, saving music rights costs while boosting campaign resonance—ie positioning Smirnoff as the brand that is bringing that summer anthem to their audience.
The Results
Led the strategy that incentivized the client to increase the all-in budget they gave us from $750K to $3M (a 300% boost) due to the strength of the proposed creative strategy.
Delivered a successful campaign that positioned Smirnoff as a vibrant and authentic part of summer celebrations, increasing awareness and sales of their limited edition summer drink.
Achieved 13.75M total impressions and 1.23M views and engagements.